Ecommerce site with back-office stock management
Added by Love Business East Midlands | 17 March 2025
UPDATED: 25 November 2025
Key Objective: The business needed to have a B2C ecommerce website, which was optimised for search engines. It needed to manage both online and telephone orders, track fulfilment, returns and stock management.
Agadon Heat & Design is the UK distribution hub of the European based radiator manufacturing company. They sell designer radiators to specialist trade outlets, independent retailers, and major DIY chains, as well as selling online direct to the public. Its Ashby site, which includes a showroom open to the public, means it has the advantage of access to the largest stock of designer radiators of any UK online retailer.
“Our old site was German-based. This restricted what we could do and it did not appeal to a UK audience. Quiet Storm has already produced a dynamic brochure for us and we wanted to replicate the feel of this on a new website. We asked them to design an e-commerce site that we could edit and optimise ourselves so that it would be attractive to the search engines. It also needed to have an immediate impact on UK visitors and be quick and easy for them to use.
The e-commerce sales trebled in the first two years, and Quiet Storm have provided solutions to any challenges posed. The site is constantly evolving, and we have regular reviews to explore what we can do next to make it even better.”
Simon Hall, Managing Director of Agadon Heat & Design
Issues: Agadon Designer Radiators is business to consumer retail brand of the UK distribution hub. It’s marketed predominantly through targeted exhibitions like Grand Designs and The Ideal Home Show. However, the designer radiator sector is very competitive, with leading brands using TV and online advertising to raise their profile. Agadon Designer Radiators ecommerce website relies on organic search listings to drive sales.
- The team at Agadon must also support trade sales, as well as facilitate the B2C sales, so resources are tight.
- The range of designer radiators is extensive, and covers wet systems, electric and dual fuel.
- As the radiators are sold on aesthetics, the styles, finishes and colour options need to be easy to preview.
- Heat output needs to be a key factor in the selection process
- Customer reviews are critical for high value online sales, so these needed to be collected and collated
- The site needed to appeal to developers and offer dynamic multi-purchase discounts
- Interest Free Credit can be offered over a certain value
- Show discounts and other promotions need to be offered by the website.
- Special colour orders, bespoke sizing, and finishes, all needs to be accommodated by the site.
- Accessories needed to relate to the relevant products, to provide an upsell opportunity
Consumer radiator sales needed to be managed separately, including fulfilment, returns and warranty.
Resolution: The database of designer radiators was developed to echo the manufacturers structure for ranges and styles. However, the additional fields were added so they could be grouped by their typical application, and any other common terms used.
- Dynamic filters displayed the options and numbers of radiators based upon the users selection
- A BTU Calculator enables users to add their room dimensions and see the heating required
- Radiators could be filtered on multiple criteria, including BTU’s (there thermal output qualities).
- Discount codes could be entered at the checkout, with a log of what codes have been used.
- At specified price points, interest free credit options are offered.
- Special colour orders, bespoke sizing, and finishes are all accommodated by the site.
- Accessories are aligned with products, to prompt the upsell
- All orders direct to clients are recorded in a back-office function, managing warranties and returns
- Pricing updates are consolidated into a master spreadsheet, which is uploaded to manage prices efficiently
In addition to the functionality of the website
The site is fully maintained under an Active Support Agreement
- This means we proactively update products as changes occur
- Regularly review performance, traffic and make recommendations
Strategic Content Marketing Programme
- This ensures search engine optimised articles are regularly added
- Physical ‘show special’ handouts are used to promote online discounts
